Marketing Management

Topic: Ethical Debate and Societal Concerns

Around Marketing

Dr. Jones Mathew

Professor in Marketing,
Great Lakes Institute of Management, Gurgaon

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Agenda
• Understand concerns and ethical issues in market research
• Learn about selective marketing with some examples
• Examine ethical debates in advertising and promotions
• Understand other concerns in marketing

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Market Research & Ethics
• Privacy issues
• Sensitive matters issue
• Culture specific issues
• Rural/Urban region issues
• Religious issues
• Data fudging issues
• Data collection standards
• Permission issues

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Selective Marketing
• Selling to select individuals and / or groups
while excluding others
• Deliberately not selling to plus size people,
or to LGBTQ+ people
• Intentionally not hiring certain groups of
people in the retail operations
• Charging different rates for disadvantaged
people

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Advertising and Promotions
• Depiction of sexuality
• Depiction of violence
• Depiction of drug usage
• Depiction of harmful products
• Depiction of products useful or
some and uncomfortable to
others
• Negative advertising
• Advertising to children
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Other Concerns about Marketing

• Deceptive advertising (use of humour; subliminal advertising)

• Anti-competitive practices (Bait & switch; planned obsolescence)
• Pyramid schemes
• Pricing ethics (predatory pricing, price rigging, cartelization)

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Societal Concerns Around Marketing
Society’s Continuity Needs

Customers’ Long term Needs Company’s Profit Needs

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 Source: Facebook

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Summary
• Ethical issues in market research
• Selective marketing and some examples
• Ethics in advertising and promotions
• Other concerns
• Societal concerns

Proprietary content. ©Great Learning. All Rights Reserved. Unauthorized use or distribution prohibited